Mobile Marketing and Commerce Forum 2012, Presentation by Brian Klais, CEO Pure Oxygen

Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com

Search and Mobile Practitioner Founded Pure Oxygen 2011 Speaker, Strategist, Columnist

Prior GM / VP Product at Covario Netconcepts COO, led to M&A, 2010 Pioneered Enterprise SEO Automation

About Brian Klais

http://www.cabelas.com/cabelas/en/templates/home/home.jsp?cm_re=store*topnav*CabelasLogo

http://shopping.discovery.com/

http://www.potterybarn.com/index.cfm

www.pureoxygenlabs.com

Performance Solutions Mobile-Search Optimization Smart QR Campaigns Mobile-Social Engagement App-Aware Commerce

Thought Leadership

About Pure Oxygen

Pure Oxygen Labs LLC © 2012


Web Marketing: Linear


Mobile Marketing: 3D Matrix


Mobile Commerce Keys

Dominate Mobile Search

Link Physical and Digital

Connect Web and Apps



Information Architecture Conditional redirect deep pages Use flat, static keyword URLs Keyword rich title tags



Mobile Content Relevant page copy Good use of tags (H1, etc) Crawlable UGC reviews

Mobile Links Internally linked content Optimal anchor text


Dominate Mobile SearchDeep “m.” PagesMobile Channels

Deep Desktop Links

Free Mobile Site Analysis:

http://po2.co/msa

http://po2.co/msa


Tips for ranking your Apps on Page 1: App pages have supermassive link

equity Feature brand prominently in app name Avoid linking solely through app icons Link to profile from home page or footer Include brand name in anchor text Cross-promote to mobile users Optimize press releases Read more: http://po2.co/app-seo


http://po2.co/app-seo


Aim to provide value-added shortcuts Video content Download apps Like/follow social profiles Access ratings and reviews Connect to maps/directions



Bigger bolder pixels are better

Use low density codes (21x21, 25x25) Easier for more phones to read Works from greater distances Can be displayed in less real estate

Compress URLs to <30 characters Strip out unnecessary URL information Use abbreviated TLDs if necessary Use the lowest EC (error correction) settings Free QR generation guide: http://po2.co/qr-guide


http://po2.co/qr-guide


URL Input Error Correction QR Output

URL: http://xyz.co/aSize: 15 characters 7%

15%

25%

30%

21

21

25

25

29

29




Brand QR links without “bloating” QR Secures the click decision Avoid concerns of QR malware Increase user confidence• eg http://qr.domain.com/path

Encourages repeat clicks Makes QR URLs recognizable

in QR browser history


http://qr.domain.com/path

http://qr.domain.com/path


41

41

21

21

1) Desktop website URL: http://www.fedex.com2) Directory info: /us/ecommerce/index.html3) Tracking tags:?cmp=PAC-wecom-qr2-post

QR-Optimized URL:http://fedex.com/qr2




Track QR results wisely Tell your QR what data to feed site analytics Without tags, QR visitors anonymous Avoid QR bloat: append tags after redirect

Optimize the Landing Maintain control over QR links Target users by device or OS• Segment tablet vs smartphones• Route users into app or web page



iOS

Android

Others

Yola’s Café App

Device/OS Landing Page



4x20x

4x





If app’s installed…

If not installed…Device OS



URL scheme protocols for social apps: Facebook -> fb://• Eg fb://profile/144138275637883

Twitter -> twitter://• Eg twitter://user?screen_name=CNN

Foursquare -> foursquare:// Pinterest -> pinterest:// Yelp -> yelp:// Read more: http://po2.co/appurls


http://po2.co/appurls


Link iPhones / Androids into social app profiles Learn your profile’s URL within the app Link mobile users to this URL If app is not installed, send to mobile web page See example: http://po2.co/fb

Measure clicks and engagement by device

Generate your app-aware Facebook URL: Type http://twurl.co/facebook/{yourhandle}


http://po2.co/fb

http://twurl.co/facebook/%7Byourhandle


Facebook app Mobile web

Desktop web

Device-Type

Smartphone

Tablet

Desktop

TwURL for Facebook:facebook.twurl.co/mms



Thank You

Brian Klais | Founder, CEOPure Oxygen | @[email protected]

Mobile Marketing and Commerce Forum 2012, Presentation by Brian Klais, CEO Pure Oxygen

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Transcript of Mobile Marketing and Commerce Forum 2012, Presentation by Brian Klais, CEO Pure Oxygen